The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1887-03-23
JUDICIOUS ADVERTISING
To be Successful, it Should be Hon.
est and Intelligent.

One of our eastern exchanges, speak
ing of successful advertising, says some
truthful things upon the subject, which
are as applicable here as among the PEG.
pie they were more particularly aime d
at. The writer begins by remarking
that cit is common saying in business
circles, that advertising is the life
of trade, but many of the business men
who quote and believe in the maxim
know little of the wide and varied field
that iudicious newspaper advertising
opens to all legitimate trade" but is
convinced, as many are who have tested
the experiment to their hearts content,
that There is as much money practic-
~ wasted as is expended in advertis
ing. Costly cards, Illuminated cir
culars, and all the thousand out
side methods of advertising do
some good in special cases, hut
10 this progressive age when the
daily newspaper is read IN every home
to one successful method for legitimate
business to reach legitimate custom, is
By the wise employ ment of the news
paper columns. And even in news
paper advertising, there is much money
wasted. The standing advertisement
Of business man whose business
varies with the weather or the seasons
is not only stale and Improbable, but
it is repulsive."
AS rule, the business advertising in
the columns of well-conducted news
,Ior II tod IN T.
the advertisers themselves, is oft n as
news matter, being fresh, novel and
sometimes instructive. One pt int,
which is made in the article mentioned,
and one which is overlooked by many
when considering the question of news
paper professional announcements, is
| the foolish prejudice against news
paper advertising in some of the most
important branches of business
energy. The DOCTORS" it says, 'valnly
imagine that they are separating them
selves from the pretenders and quacks
III medicine by forbidding even profess
sional cards in public journals; but
they COME their own Insincerity by
seeking every other possible method of
newspaper advertising. The only prac'
| teal result of their restriction is TO
compel your doctors to exhaust ingenu-
| ity to get publicity by much meanel
methods than by manfully advertising
and paying for it. The same rule is to
some extent accepted by lawyers, and
newspapers have a perpetual battle
with the aspiring attorney to keep him
from having himself reported as the
chief feature of every case with which
he can connect his name. Thus co even
those who falsely profess to deny new
paper advertising, pay tribute to it only
in less creditable way than is adopted
by business men. In point of fact, the
business of the world is done by adveI-
Using, from the pulpit to the cockpit
and when regular newspaper advertis-
ing is professedly rejected, 1t is only {
seek some sinuous path to get into Il
newspaper to accomplish the same emo.
Advertising is valuable only to thos,
who understand two things-hrst, how
to advertise their business; and, second
how to conduct their business. Ad
vertising will be simply a waste q
money for the dry goods, merchant
the jeweler, the preacher. The clothln,
merchant, the soap manufacturer, the
banker, the medicine veneer, the thea
ire, or any other calling that appeals t,
the public, unless the advertiser is abl
TO meet the just expectations OF hi
patrons. Advertising to be successful
should be honest. There are bushes
house switch well understand this i'm
lportaut feature of advertising. The,
employ the best talent and the hes
character they can command to prepar
their advertisements, and they holt
their patrons and steadily increase then
by fulfilling their promises to the public
A business advertisement that Is no
original, fresh and truthful is benin
the present progressive age; anG thos
who aim to give the highest n easur
of responsibility to advertisements, hes
serve them elves and legit bust
ness generally"
Legitimate advertising is regs ed b
many journals as part of the VS. 9
the Y, and in order to render /. read
able and interesting has had betowe
upon it much thought and study, man
large eastern houses employing indl
viduals 70 write and model changes TO
advertisements, at good salaries.
An examInaJIon of THE HERALD
pages now and cOmparls on OF then
with their appearance d few years age
will demonstrate 10 the general reade
that advertisers here are awakening I
the fact that printers ink, ludlclousl.
used, is a certain method OF securing
patronage. 1t is recognized fact tina
these firms who have advertised tn
NEST literally and inteliigently are to
dav in the soundest financial condition
and not in this community alone, bu
LII every one in the United States.